Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report breaks down how SunTrust, the financial-services provider, discovered and activated its brand purpose.


Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report demonstrates how KitchenAid, the appliances manufacturer, leveraged the iconic Stand Mixer as a device for driving up demand for the rest of its portfolio. The Stand Mixer has long been a fixture in households across America, and enjoys huge practical and emotional resonance for consumers.

Geoffrey Precourt, Event Reports, The Market Research Event, October 2014

This event report shows how brands can benefit from "flipping" conventions, based on examples including IKEA, Google and Mini.


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.


Geoffrey Precourt, Event Reports, The Market Research Event, October 2014

This event report shows how "me too" brands can stand out, based on the example of Motrin, Johnson & Johnson's pain-relief product.


Angela Morris, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Coco Pops, the cereal brand owned by Kellogg's, changed its advertising to comply with restrictions around advertising to children whilst retaining its 'fun' positioning.


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.


Michaela Futcher, Account Planning Group - (Australia), Gold, Creative Strategy Awards 2014

This Australian campaign aimed to make Tiger Beer the world's most recognised Asian beer among young male consumers by using a meaningful cultural insight.


Fran Alberry, MRS Awards, Finalist, December 2014

This article explains how Knorr, the cooking and ingredients brand, defined authenticity as a universal term to internationalise its brand positioning.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium